Unfortunately in default Google Analytics setup, traffic source from social media are fragmented, i.e. one source is spitted into several rows. This makes it hard to analyze the sources efficiency.
Fortunately it is easy to fix this with the following Google Analytics filters. These filters merge all the rows of one social network. Additionally, you can change the Medium from referral to social to make the Medium more meaningful.
Merge Facebook Referrals
- Filter type: Search and Replace
- Filter field: Campaign Source
- Search String:
(^.+\.|^)facebook\.com$ - Replace String:
facebook.com
Merge Instagram Referrals
- Filter type: Search and Replace
- Filter field: Campaign Source
- Search String:
(^.+\.|^)instagram\.com$ - Replace String:
instagram.com
Merge Twitter Referrals
- Filter type: Search and Replace
- Filter field: Campaign Source
- Search String:
(^.+\.|^)twitter\.com$|^t.co$ - Replace String:
twitter.com
Merge Pinterest Referrals
- Filter type: Search and Replace
- Filter field: Campaign Source
- Search String:
(^.+\.|^)pinterest\.com$ - Replace String:
pinterest.com
Rewrite Medium to Social for Social Referrals
- Filter type: Advanced
- Field A -> Extract A
- Campaign Source:
youtube|stumbleupon|netvibes|groups\.google|weebly\.com|groups\.yahoo|linkedin\.com| lnkd\.in|facebook\.com|twitter\.com|instagram\.com|pinterest\.com
- Campaign Source:
- Field B -> Extract B
- Campaign Medium:
referral
- Campaign Medium:
- Output To -> Constructor
- Campaign Medium:
social
- Campaign Medium:
- Checked:
- Field A Required
- Field B Required
- Override Output Field
